Using Shopping-Related Attitudes to Capture Taste Heterogeneity in a Model of Clothing Purchase Channel Intention

This study explores the effects of channel-specific perceptions, along with other variables, on purchase channel intention, focusing on accounting for taste heterogeneity of the population. Using data on clothing purchases and intentions collected from a web-based survey of two university towns in Northern California, the authors iteratively explore two approaches to addressing taste heterogeneity in purchase intentions: a conventional logistic regression (LR) model with interaction terms, and a latent class model (LCM). In addition to channel-specific perceptions, potential explanatory variables include general shopping-related attitudes, purchase experience, Internet usage and sociodemographic traits. The authors best model uses the LR-with-interaction-terms approach (final N=310). The results clearly demonstrate the contribution of channel-specific perceptions (post-purchase satisfaction, efficiency/inertia, financial/identity risk, and enjoyment), as well as more conventional variables such as cost and gender. Taste heterogeneity is found to be a function of general shopping enjoyment, and trustingness. For example, the impact on utility of post-purchase satisfaction considerations is less than one-third as strong for people who enjoy shopping more than average (0.282) as it is for those who enjoy it less than average (0.920).

• Corporate Authors:

  Transportation Research Board

  500 Fifth Street, NW
  Washington, DC  United States  20001
• Authors:
  • Tang, Wei
  • Mokhtarian, Patricia L
• Conference:
  • Transportation Research Board 89th Annual Meeting
  • Location: Washington DC, United States
  • Date: 2010-1-10 to 2010-1-14
• Date: 2010

Language

• English

Media Info

• Media Type: DVD
• Features: Figures; References; Tables;
• Pagination: 24p
• Monograph Title: TRB 89th Annual Meeting Compendium of Papers DVD

Subject/Index Terms

• TRT Terms: Attitudes; Customer satisfaction; Electronic commerce; Logistics; Shopping centers; Shopping facilities; Travel surveys
• Geographic Terms: Northern California
• Subject Areas: Planning and Forecasting; Transportation (General); I72: Traffic and Transport Planning;

Filing Info

• Accession Number: 01155478
• Record Type: Publication
• Report/Paper Numbers: 10-3531
• Files: TRIS, TRB
• Created Date: Apr 26 2010 7:14AM